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Building Strong Brands Through the Management of Integrated Marketing Communications

Dr Mike Reid (Lecturer, Marketing Communications, Monash University, Department of Marketing, Clayton Campus, PO Box 3800, Victoria 3168, Australia)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 March 2002



Integrated marketing communications (IMC) is regarded as an important marketing management issue because of increasingly dynamic market conditions, and the impact that this dynamism is having on the effectiveness of traditional marketing communications tools and planning approaches. IMC relates to me strategic management of marketing communications to achieve superior brand performance. This paper uses that Integrated Marketing Audit (Duncan and Moriarty, 1997) as a mechanism to analyse the degree of integration of marketing communications management and link this to measures of brand performance. The research employs the Australian and New Zealand wine industries as a context to consider this relationship. Analysis suggests that a higher degree of integration in marketing communications management results in better brand performance. As a result, managers of wine brands should consider how to adopt IMC principles and review their management of marketing communications.



Reid, M. (2002), "Building Strong Brands Through the Management of Integrated Marketing Communications", International Journal of Wine Marketing, Vol. 14 No. 3, pp. 37-52.




Copyright © 2002, MCB UP Limited

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